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Opening Ceremony, Zucca and Nike enliven White

by Maria Cristina Pavarini — February 18, 2013

The upcoming edition of White Milano will take place between 23 and 25 February 2013, and will occupy some additional locations within Via Tortona. This edition sees a 20% increase of brands in relation to past editions of the show, making a total of 417 exhibitors.The show will also showcase significant events and prestigious brands such as Opening Ceremony, Zucca and Nike.

The new edition of the show will focus on three main exhibition areas: the new-born, casual-minded section White Inside, which will host 60 brands in Via Tortona 54, the avant-garde collections, which will be hosted inside the Superstudio Location, and the new classic collections, which will be hosted at White Suite, also located in a new location, the Nhow Hotel. Each of these sections will host some special guest and events. The casual-minded area will present Nike as special guest launching its new Nike Flyknit Lunar One + model, the sneaker worn by successful athletes during the London 2012 Olympics. Two other prestigious participants of the fair will be Opening Ceremony, the brand owned by Carol Lim and Humberto and designers of the Kenzo maison, and Zucca, the prestigious Japanese brand owned by A-Net.

Special collaborations will also be events hosted inside the Progetto Calabiana Milano, in Via Calabiana 6 in Milan, an abandoned printing facility acquired in partnership by entrepreneur Marina Salomon (80%) and White organizer Massimiliano Bizzi (20%). The location will present the project Be Blue Be Balestra involving young designers selected by the AltaRoma Rome-based haute couture chamber. Also involving AltaRoma organization will be the A.I. Remove, a creative installation involving 15 young designers-artisans.